Ubisoft is raising the price of its AAA games on consoles and changing its marketing strategy

New comments from Ubisoft boss Yves Guillemot suggest that the publisher will sell PlayStation and Xbox games for €70 in the future. It’s a price that has already been accepted by many publishers, such as Sony, Take-Two, Activision Blizzard and Gearbox.

Speaking for Axios about the future pricing strategy, Guillemot revealed that the upcoming pirate adventure Skull and Bones will be the first game to be available at a price of €70, while its PC version will cost €60. The head of Ubisoft also confirmed that some Ubisoft games will have the same price as the games that will be released by the competition, and this concerns the new big AAA titles.

Ubisoft has also decided to take a different approach to the development of its games. Specifically, the focus will be on audience, to ensure that each game is aligned with the target audience, rather than trying to cater to a very broad, non-specific audience.

Fawzi Mesmar, vice president of Ubiosft’s editorial office, gave an interview to IGN in which he pointed out that when making decisions about a game, they will go to the end. When asked if Assassin’s Creed Mirage is an example of this approach, Mesmar confirmed that the series is part of that strategy: “there are many different types of players who might enjoy Assassin’s Creed and we’re focusing on all of them, rather than making one game that should cater to every potential Assassin’s Creed fan. So for people who want to go back to their roots, we are making a game for them. There are many different types of elements that we take care of. And it also exemplifies the editorial vision we’ve set, where we don’t make one game for everyone, but make a game for a wider and focused audience.”

Mesmar went on to say that continuous innovation will help create that sense of time well spent: “Every Ubisoft project will look at these aspects and try to differentiate, provide depth and provide higher standards of quality, as well as provide new ways for players to connect, communicate and express themselves.“